Sökning: "campaign efforts"

Visar resultat 1 - 5 av 43 uppsatser innehållade orden campaign efforts.

1. 1. Customer engagement and co-creation in crowdfunding : Multi-case study on tabletop Kickstarter campaigns

   Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Michael Polatos; Andrii Kernitskyi; [2023]
   Nyckelord :Customer engagement; Kickstarter; co-creation co-destruction of value; S-D logic;

   Sammanfattning : Background: Crowdfunding is a new form of financing that has gained popularity among entrepreneurs seeking to fund innovative and creative projects. It involves collecting small amounts of money from a large number of potential backers through specialised websites. LÄS MER

3. 2. A Case Study of Strategic Utilization of Brand Ambassadors, Storytelling and Framing Techniques in Cancerfondens's Campaign: Rosa Bandet 2022

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Jenny Larsen; Astrid Johansson; [2023]
   Nyckelord :NPO; non-profit organization; framing; storytelling; brand ambassadors; Rosa Bandet; marketing strategy; strategic communication; online campaign; Social Sciences;

   Sammanfattning : This thesis examines the strategic utilization of brand ambassadors, storytelling, and framing techniques by the nonprofit organization Cancerfonden’s campaign Rosa Bandet 2022. The study highlights the importance of understanding these techniques combined to further deepen the knowledge in the field of Strategic Communication. LÄS MER

4. 3. Exploring Audience Perception of a Cause-Related Sponsorship Campaign : The Case of Hummel and the Danish National Football TeamDuring The 2022 FIFA World Cup

   Kandidat-uppsats,

   Författare :Franciska Kószás; Patricia Tudesko; [2023]
   Nyckelord :Corporate social responsibility; cause-related marketing; cause-related marketing campaign; Hummel; The 2022 FIFA World Cup; Qatar; Reddit; online community; audience perception; case study; content analysis;

   Sammanfattning : Background: There has been a noticeable growth in the use of sponsorships and corporate social responsibility in the world of professional sports, especially in football. This phenomenon is not particularly surprising given that modern companies are forced to compete for the attention of more socially conscious audiences. LÄS MER

5. 4. Targeting Plastic Recycling Intentions : Insights from a Community-Based Social Marketing Approach

   Master-uppsats, Högskolan i Gävle/Avdelningen för byggnadsteknik, energisystem och miljövetenskap

   Författare :Veronica Dagarp; Johanna Svensson; [2023]
   Nyckelord :Plastic Recycling; Waste Sorting; Community-Based Social Marketing; Theory of Planned Behaviour; Barriers and Enablers; Intentions; Behaviour;

   Sammanfattning : Mitigating the negative environmental impact of plastics is an important part of achieving the Sustainable Development Goals. Despite plastics having great recycling potential, it is the waste fraction with the lowest recycling rate in Sweden (with 33% being recycled). LÄS MER

7. 5. The Emotional Side of Strategic Communication: A Narrative Analysis of Brand Activist Campaigns and the Young Public's Emotional Response

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Alice Svärdhagen; Anna Elísabet Sölvadóttir; [2023]
   Nyckelord :Emotions; Brand Communication; Storytelling; Brand Activism; Public; Social Sciences;

   Sammanfattning : This thesis analyzes how the young public feels about communication efforts that seek to emotionally appeal to them, by investigating the example of brand activist campaigns. By applying narrative theory, the study examines how these campaigns are structured to evoke emotions and how the young public emotionally responds to them. LÄS MER